Posted: 21 June 2017
POS proximity sensors are adding a new and useful component to POS displays and fixtures. A key advantage, technology such as this offers, is the ability to directly communicate information in real time that is ‘personalised’ to the customer. This allows you to, not only get a customer's attention, but to help them to move closer to a purchase decision. The sharing of relevant information, at the point of purchase, allows the chance to reinforce a message or to educate the consumer which can be an important part of the sales process.
However, like all new technologies, it can be difficult to find how to best use this new marketing tool. POS proximity sensor technology is only limited by our imagination and can help us to interact in new and exciting ways. To best use proximity sensors, to drive sales, it's important to understand what to do and what to avoid.
The temptation of the ‘wow factor’ is often too great. If you’re going to do it, why not do it big, right? The problem with a focus on what is possible with the technology is that its core purpose is often forgotten. That core purpose is to sell your product or to build your brand.
To avoid this, make sure that you start with the end in mind.
No matter how you're implementing the technology (in-store ads or messages sent to smartphones via Bluetooth) what is important is the information itself.
Finally, get the data to support your use of this technology and then use a ‘test, measure, test’ approach to refine the messages and the techniques used.
Proximity sensors are still a marketing component and like more traditional methods they can fail to engage with your customer base by not effectively communicating your message. Data should be collected before and after the project to assure it has a measurable goal and a focused methodology. Keep your data simple (i.e. track sales or dwell time) and be prepared to change your approach based on customer reactions. Above all, be open to new ideas and experiment until you understand what works for you and your customers.
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How to take the first steps into a new retail world of beacon-driven offers